What’s the best approach to engage college kids in understanding direct marketing? Principles first; metrics second? Or Metrics first; principles second?
During a session at the Direct Marketing Association’s annual conference in October, Dave Marold, director of direct marketing for Livonia, Mich.-based AAA Life Insurance, partnered with consultant and author Jeanette McMurtry, of Vail, Colo., to give a presentation about the concept of emotional selling propositions, aka ESP, which McMurtry describes as a message that “appeals to the one real trigger of sales—emotional fulfillment.” “Traditionally, marketers have always developed a marketing program around a unique selling proposition,” she continues. “But we live in a day and age when it’s very difficult for a company to be unique. And that isn’t what’s drawing customers for a lifetime